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#LIFTSocial
Competitive AnalysisExpanding your view to make a bigger impact
Bethann Autery
#LIFTSocial
#LIFTSocial
Agenda
A twist on competitive analysis• Expand competitive set• Explore types of
competitive reporting/analysis
• Leverage insights• Bring it all together
#LIFTSocial
How we think about competitors
#LIFTSocial
Expanding your competitive set
Category
Best In Class
Digital Innovators
#LIFTSocial
Alcohol
Cider/Wine
Beer
High End Beer
Think about your entire category
#LIFTSocial
Best in Class Examples
#LIFTSocial
Digital Innovators: Scommerce
#LIFTSocial
Digital Innovators: Content types continue to expand
#LIFTSocial
Digital Innovators: Content types continue to expand
https://www.youtube.com/watch?v=D-‐Wl9jAB45Q
#LIFTSocial
Types of competitive analysis
#LIFTSocial
Reporting opportunities
PERFORMANCE: know where you stand
PULSE: What is their brand persona
DEEP DIVE: Explore items of interest
#LIFTSocial
Metrics are your backbone.
What can you do?Benchmark, Plan, Measure
Platform presence, Audience, Engagement,Activity levels, Responsiveness, Content types, Share of Voice, #Hashtags
Potential use case:Benchmark, set, and measure KPI perfRoutine reportingRevisiting digital strategy
Performance
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Share of Voice/ Social Listening
Audience/Presence Content/Engagement
Responsiveness
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Key KPI Campaign
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If the brand were at a party, who would it be?
What can you do?Get a quick slice of what brands are up to.
Social listening. Performance. Content. Traditional media.
Potential use case:Routine analysis on extended competitive set on a staggering schedule
Pulse: brand persona
#LIFTSocial
Pulse Examples
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Did something catch your attention? Investigate.
What can you do?Dig in. Dig around. What is their voice? Where is their strongest presence? Are they doing anything outside of the normal realm?
Social listening. Performance. Content. Traditional media.
What can you do?Create a custom report of findings to shareUse insights to drive actions
Deep Dive: Items of Interest
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Deep Dive Examples
Large Import Brand
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How to leverage for strategy and insights
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How to Leverage
CONTEXT: know where you stand
STRATEGY: align with your goals
INSPIRE: maintain competitive edge
#LIFTSocial
MeasureBenchmarkKnow where you stand
Context
#LIFTSocial
Align goalsIdentify opportunitiesDrive change
Strategy
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LearnMotivatePush the boundaries
Inspire and Motivate
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Bringing it all together
#LIFTSocial
What can you start immediately?
Identify Competitors
Auto Reports
Development Opportunity: Deep Dive
#LIFTSocial
Expand
Explore
Empower
THANK YOU#LIFTSocial
THANK YOU#LIFTSocial
liftconference.social/survey
Speaker:
#LIFTSocial
Bethann Autery
Digital Analytics Manager: Marketing ConnectionsAnheuser-Busch
What can you do?Email me: [email protected] me on Linked In: Bethann AuteryTalk to me in real life: #OldSchool
